We were really pleased to chat with Philip Storey who is a
seasoned marketing professional working with many leading global
brands. Philip shares some really interesting advice on how brands
should navigate themselves around the crisis facing all industries
due to COVID-19 amongst some great book recommendations! Find out
why Philip thinks being authentic and an understanding of
psychology are really crucial for all marketers to grasp.
1.) Please introduce yourself
Hey Pure 360! I’m Philip Storey – I’m an email marketing
strategist and coach from London, UK. I’ve been working in the
industry for 20 years in retail, travel, automotive, finance and a
lot of football clubs (but never my beloved Tottenham Hotspur!).
2.) Please tell us about your business.
I am the Principal Strategist at Enchant. Enchant is an email
marketing agency formed in London in 2015. We are very strategic,
often working with our clients to develop their business and
marketing strategy and then developing out email campaigns,
automations, creative templates and so on, with the business plan
at its core. We also run the agency quite differently from most
others – we only ever work with a maximum of 10 clients at any
one time and our work is delivered from a culture of
3.) What have been the main challenges facing marketers in 2019?
massive surge in new and growing email technology solutions. This
has presented opportunities and the whole ecosystem changed. It has
enabled brands to automate and AI a lot of different campaigns but
made it increasingly difficult to appear to be authentic.
Relationships are built on trust and authenticity, and the inbox is
no different to any other environment in this regard.
4.) What in marketing or business inspired you this year?
I think given that we are right in a pandemic, I’ll pick an
example from what’s happening right now.
Brew Dog switching their attention from brewing their famous
Punk IPA to instead, making hand sanitiser from the same
ingredients. It’s this kind of agility that blows my mind.
Listening to what’s going on contextually, that most marketers
could easily dismiss as being a macro factor that they have no
influence or control over, and instead turning that into a fuel for
positivity and change.
5.) What should marketers be focused on in 2020?
of us find ourselves in. Read Business Poison by Jonathan Macdonald
to shift any limiting beliefs you might be (even unknowingly)
caught up in.
business or campaign goals. This always gets the best
people. Share your skills with those that don’t have them, but
would most benefit…
6.) Who are your marketing heroes?
There are so many but Natalie Nahai, Rory Sutherland, Jonathan
Macdonald, Seth Godin (I did his altMBA a couple years go), Neil
Patel, Rand Fishkin, Robert Cialdini, Neil Perkin and Paul
7.) If you could give a tip to marketers at this time during
coronavirus what would that be?
We met with a retailer last week to talk about their coronavirus
strategy. They had a strategy of changing up the products they
feature in email campaigns this next few weeks. This isn’t a
strategy – it’s lazy and it won’t work because it would fall
way short of meeting their client’s needs right now.
Instead of thinking about how to trade your way out of this
pandemic, consider “what do my subscribers need right now?”.
This an opportunity for you to build relationships of extreme
value. And yes, this can be achieved through marketing, but you
will need to stretch and reach further than perhaps you have in
your career before. Call in your army – share your ideas with
other brands and even your competitors. Unite and work it out
together. This is not the time to be a hero of one – we can all
do it together in coopetition. And don’t do it to leave a legacy
– do it because it’s the right thing to do.
8.) What piece of advice would you give to aspiring marketers?
Marketing is an industry where you can very easily be lured into
things that don’t represent what you care or stand for. The
single best piece of advice I can give you is to define your values
before you think about how you want to explore your marketing
I would also say that learning about psychology as much as you
can, will be of great support. I’ve obsessed over what makes
people think and feel differently throughout my career and it’s
helped me no end. A couple of years ago I trained as a life coach
and business and executive transformation coach and got a masters
level qualification in that. I’m now about to embark on a masters
in social anthropology. Being curious about people and why they do
things and feel things in different ways, will set you apart. And
it’s for me, the most fun you can have, learning about
9.) You are sent to a desert island for 12 months – You can take
3 business books, 3 records and 1 luxury item – what would you
I would leave all the business books at home, take Re:member by
Olafur Arnalds, The Colour and The Shape by Foo Fighters and
Harvest Moon by Neil Young. My luxury item would be my meditation
Source: FS – Email Marketing Blogs!
Marketing Heroes: A q&a with Philip Storey